Andalusia Spain and Jinhua China Food Heritage Tourism Drives Cultural Trips

Published on December 23, 2025

In southern Spain, Andalusia stands out as the largest producer of olive oil globally, with its vast groves stretching across provinces like Jaén, Córdoba, and Granada. The region is not only known for its production but also for its vibrant tourism scene centered around olive oil. With a history dating back thousands of years, olive oil production is integral to Andalusian culture, and the tourism industry has capitalized on this by offering tourists the opportunity to explore olive farms, witness traditional oil production, and taste the region’s famed extra-virgin olive oils.

The Andalusian government and local tourism boards have been promoting olive oil routes as part of their rural tourism initiatives. These routes take visitors on a journey through olive groves and mills, offering guided tours where travelers can learn about the meticulous process of oil extraction and its significance in local life. Along the way, tourists experience breathtaking landscapes, ancient olive trees, and a deep connection to the region’s history. The region’s commitment to sustainable tourism and preservation of local traditions has made oleotourism a growing sector that attracts food lovers from around the world.

Olive Oil Tourism and Rural Economies: A Sustainable Model

Jaén is often referred to as the world’s olive oil capital, and it plays a major role in Andalusia’s tourism push. The province not only offers tourists the chance to explore its stunning olive groves, but also invites them to immerse themselves in its rich cultural heritage. Jaén has a long history of producing extra-virgin olive oil, and the introduction of protected designations of origin (PDO) ensures the authenticity of its products, contributing to the sustainability of the tourism sector.

The tourism industry in Jaén benefits not only from the natural beauty of the region but also from its cultural significance. Olive oil festivals and harvest celebrations are an integral part of local life and offer visitors a chance to experience Andalusia’s hospitality and traditions. As part of its strategy, the region has also integrated olive oil tourism with visits to UNESCO World Heritage cities such as Úbeda and Baeza, creating an attractive package for those interested in history, architecture, and cuisine.

Jinhua Ham: Preserving Traditions Through Culinary Tourism

While Andalusia’s olive oil routes are capturing the attention of food tourists in Europe, Jinhua, a city in Zhejiang Province in eastern China, is elevating its centuries-old dry-cured ham to global prominence. Known as Jinhua ham, this delicacy has been crafted using traditional methods for over a thousand years. The ham’s production is an art form passed down through generations, and the region has been working to bring its food heritage into the spotlight.

Government officials in Jinhua have recognized the cultural and economic potential of Jinhua ham and are actively promoting it as a major attraction for culinary tourism. Tourists visiting Jinhua can take part in ham-making workshops, where they witness the process of curing the ham, a practice that requires expert craftsmanship and patience. The city’s ham exhibitions also showcase the long history of this product, allowing visitors to understand its importance in Chinese cuisine and culture.

Culinary Tourism Drives Economic Growth in Jinhua

Jinhua’s efforts to promote its famous ham are part of a broader strategy to boost local tourism. By embracing culinary heritage, the city has attracted both domestic and international travelers who are keen to explore traditional food cultures. As part of the tourism experience, visitors are encouraged to sample Jinhua ham in local restaurants, where it is often paired with other regional dishes, offering a deeper connection to the local gastronomy.

The development of cultural and food-themed tourism routes in Jinhua has opened new economic opportunities for local businesses, from farmers and producers to hotels and restaurants. The government’s support for these initiatives is helping to preserve traditional practices while ensuring that tourism contributes to sustainable development. As China’s tourism industry continues to expand, food-related tourism like Jinhua ham is becoming an important part of the country’s tourism offerings.

Cultural Tourism: A Growing Trend

In both Andalusia and Jinhua, culinary heritage is not only a way to preserve traditions but also a means to foster cultural exchange. The emphasis on local food products has allowed both regions to present their unique identities on the world stage. By providing visitors with authentic, hands-on experiences, both destinations are meeting the growing demand for experiential tourism — a trend that allows tourists to dive deep into local customs, crafts, and ways of life.

The government initiatives in both regions also highlight the importance of sustainability. By promoting traditional food products like olive oil and Jinhua ham, these destinations are encouraging sustainable practices in food production, which in turn supports the tourism sector. As travelers increasingly seek to connect with the history and culture of the places they visit, food heritage tourism offers a fulfilling way to explore these rich legacies while supporting local economies.

Andalusia’s olive oil tourism and Jinhua’s ham culture are more than just culinary experiences — they are gateways to understanding the local heritage, sustainable tourism, and the deep connections people have with the land they work. By embracing their food heritage, both destinations are attracting a new wave of travelers eager to discover the stories behind the flavors they enjoy.